Abstract

This study aims to determine how big the influence of price, product
quality, and location of the purchase decision on the food stalls located in the
vicinity of Simpang Lima, Semarang. And this research also aims to analyze the
most dominant factors that influence on purchase decisions of food stalls located
in the vicinity of Simpang Lima, Semarang.
The population used in this study is consumers who ever or frequently eat
on the food stalls located in the vicinity of Simpang Lima, Semarang. The sample
in this study are 80 respondents and the techniques used are non-probability
sampling technique with the approach of accidental sampling (sampling based on
chance).
From the analysis result, the indicators in this study are valid and valid
variables. And the most dominant factor that influence on purchase decisions are
price variables (with a regression coefficient of 0.365), then the location variable
(regression coefficient 0.341), and the last is the quality of produk variable with
regression coefficient of 0.292. The dependent variables in this study are good
enough in explaining the independent variable (purchase decisions). Writer’s
advice is for food stalls located in the vicinity of Simpang Lima, Semarang need to
preserve the good things that have been assessed by consumers and repair the
things that not good enough in consumers sight.